Why Does Diversity in Marketing Matter?
So many brands and agencies seem to treat diversity in marketing like a checkbox. Is there at least one queer person on their team? Someone of color in a campaign? Did they post during Pride month and share about the importance of the 19th Amendment in March?
For years, it was something done in passing, not something that mattered. And the bare minimum seemed to be enough.
Gen Z expects more.
For this young generation, representation is crucial. If a brand is showcasing the real world, they get rewarded and if they happen to be white or straight-washing the world, they get shunned.
As Gen Z gains traction in becoming one of the most influential consumer groups (a buying power of $12 trillion in 2024), the brands who incorporate diversity in marketing will be rewarded.
Let’s help to make sure that includes you.
Diversity in Marketing Reflects the Real World
Gen Z is vast. They aren’t a monolithic group with the same ideas, as can be seen in the variety of trends. For some, trad wife culture is everything. And for others? Messy chic is back and 2026 is the new 2016. The young people in this generation don’t just vary in ideas, but they are one of the most diverse generations to date when looking across race, gender, identity, sexuality, and socioeconomic background.
When brands embrace diversity in marketing, they show to their audience that they understand the world. When brands ignore these values they appear outdated and are often seen as exclusionary.
If this doesn’t get you up and to your marketing manager to make sure your brand is including diversity in their marketing, here are four other things to consider:
Diverse Marketing Builds Trust
Anyone in sales can tell you that trust is one of the most important factors for getting customers to shop. And in today’s world, trust is fragile. Especially when it comes to young consumers. If diversity feels like a fake attempt to get them to buy from you, best believe they will not be swiping their cards. But real, strong diversity in marketing will win customers. How do you do this?
Show up consistently for minority groups, not just in awareness months or when something tragic happens
Include diverse voice behind the scenes, not just in front of the camera
Avoid stereotypes and any surface-level storytelling
2. Expanding Your Cultural Relevance
Culture moves fast, particularly in the age of the internet. Brands that only show one perspective will quickly fall behind or be slotted into one specific category. But diversity in marketing will allow brands to tap into broader cultural conversations, trends and communities in a way that is natural…not performative.
3. It Directly Impacts Performance
When brands prioritize diversity in marketing that reflect their own values, they often see higher engagement rates, more brand loyalty, increased shares on videos and a stronger customer base. Why? Because when people know what you stand for and they align with it, they’re far more likely to pay attention and trust the message that you are giving them.
4. It Helps Brands Avoid Cultural Missteps
Here’s the thing about brand controversies, many of them happen when there is a lack of perspective at the helm. When marketing teams lack diversity, blind spots can grow. And this can cause campaigns to create outrage (i.e the American Eagle ad that was approved by an all white marketing team).
Here’s The Thing: Diversity Is Not a Trend, It’s The New Standard
If your boss happens to be older, and thinks that diversity is just a ‘woke’ flash in the pan. Remind them that times are changing. And most forward-thinking companies are changing too. Diversity is no longer something you ‘should do,’ it’s something that needs to be included from the start.